Marketing management : a value creation process
著者
書誌事項
Marketing management : a value creation process
Palgrave Macmillan, 2007
- : [pbk.]
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注記
Includes bibliographical references and index
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内容説明・目次
内容説明
Marketing Management offers comprehensive coverage of this important area, dealing with both strategic and operational marketing issues with a liberal use of contemporary, global examples. It demonstrates clearly how marketing processes can contribute to the creation of value for the stakeholders of every business organisation as well as for the organisation itself. Uniquely, marketing is treated as a bundle of processes intertwined throughout the entire business organisation. Written by three eminent professors, this book has a truly European perspective and is especially useful for readers interested in advanced marketing techniques, explained through a series of end of chapter 'Toolbox' sections.
目次
- Preface Acknowledgements List of Exhibits PART I: STRATEGIC POSITIONING PROCESSES The Strategic Positioning Process Multiple Levels of Strategic Positioning Creating Value
- H.Muhlbacher Strategic Management and Marketing
- H.Muhlbacher Strategic Positioning Part 1: Determining Relevant Markets
- H.Muhlbacher Strategic Positioning Part 2: Assessing the Attractiveness of Markets and the Relative Competitive Position
- H.Muhlbacher Strategic Positioning Part 3: Selecting and Implementing the Intended Market Position
- H.Muhlbacher PART II: MARKETING INTELLIGENCE Marketing Intelligence
- A.Jolibert Consumer Behaviour
- A.Jolibert PART III: VALUE CREATION PROCESS Product Management
- A.Jolibert Advertising
- P-L.Dubois Other Forms of Communication
- P-L.Dubois Value Negotiation and Personal Selling Processes
- A.Jolibert PART IV: VALUE GENERATION PROCESSES Distribution Management
- P-L.Dubois Merchandising and Logistics
- P-L.Dubois Pricing Decisions
- A.Jolibert Sales Promotion
- P-L.Dubois Direct Marketing
- P-L.Dubois Index
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